Summary

This tool builds the baseline for many journeys across the website.

Timeline of Activity

Activity Timeline

Overview of the reporting time frame within this analysis. Major milestones or changes will be added to the time line below as the site gains new or changed content.

Summary of Website Journeys

Top line Journey Results

All Journeys

All major journeys across the National Trust website areas.

Landing Pages

First pages of a user journey.

Device

Journeys from specfic devices or operating systems.

Commercial

Any journey that contains a commercial journey.

Top Level

Journeys from the home page onward to other significant areas of the website.

Property Pages

Journeys to a NT property page.

Discovery

Journeys categorised as a research or discovery journey.

Journeys in Detail

Journey Performance

Baseline Summary

Below is a summary of the website journeys looking at data from 2021-12-11 to 2022-06-07. This table is sorted by the difference between the baseline and the new site baseline difference percentage. Poor performing new journeys should come to the top.

Journey Name Baseline Visits New Site Visits Avg. % Visits Diff.
Members Area Entry 1704 462 -72.9
Shop Entry 4036 1550 -61.6
Commercial: Donate Checkout Steps 1-2 289 145 -49.8
ALL Email 7690 4136 -46.2
ALL Shop 5601 3495 -37.6
Commercial: Holidays Checkout Steps 1-4 284 179 -37.0
Commercial: Shop Checkout Steps 1-4 322 207 -35.7
Shop: Any Shop Page to Step 1 805 518 -35.7
Holidays Entry 3278 2178 -33.6
Holidays: Any Holidays Page to Step 1 496 344 -30.6

Below is a summary of the total number of journeys which are higher or lower than their baseline.

Number of Journeys Higher or Lower than Baseline No. 
Lower 13
Higher 34

Journey Heatmap

Insights:

Anomaly Analysis By Journey

Below is the count of anomalies detected for each journey, this is sorted by the number detected in the post launch period. Journeys higher up this list will need more investigation than lower journeys.

Positive anomalies are where the visit data exceeded the upper boundary of the data window. Negative anomalies are where the visit data fell below the lower boundary of the data window. The Net value is an overall count of the anomalies: (Positive Anomalies - Negative Anomalies = Net).

Higher negative values for Net columns indicate the journey fell below the expected amounts for the journey. 1 Anomaly = 1 day where the data was above or below expectations.

Pre Launch Anomalies
Post Launch Anomalies
Journey Name Positive Negative Net Positive Negative Net
Home to Our Cause 4 12 -8 2 46 -44
Home to Support 4 24 -20 0 41 -41
Home to Donate Form 3 11 -8 1 29 -28
Home to Art 7 15 -8 1 27 -26
Home to Shop 6 25 -19 0 22 -22
Home to Search Results 10 17 -7 1 20 -19
Home to Days Out 11 18 -7 2 20 -18
Membership: Renew 4 10 -6 2 17 -15
Home to Holidays 4 12 -8 1 15 -14
Commercial: Membership Checkout Steps 1-4 3 26 -23 2 15 -13
Days Out to Places Search 8 16 -8 2 15 -13
Holidays Entry 8 2 6 2 15 -13
Days Out to Places Map 3 8 -5 2 14 -12
Home to Join 9 16 -7 1 13 -12
Membership: Join Us 3 22 -19 2 14 -12
Days Out to Property Page 9 19 -10 1 12 -11
Homepage Entry 9 14 -5 2 12 -10
Join Us Entry 4 3 1 4 14 -10
Shop: Any Shop Page to Step 1 6 16 -10 1 10 -9
Commercial: Shop Checkout Steps 1-4 2 5 -3 1 8 -7
Commercial: Holidays Checkout Steps 1-4 3 12 -9 1 7 -6
Days Out Entry 8 11 -3 4 10 -6
Holidays: Any Holidays Page to Step 1 6 11 -5 1 5 -4
ALL Desktop 8 2 6 3 5 -2
ALL Direct Traffic 2 0 2 6 8 -2
ALL Apple iOS 12 7 5 7 8 -1
ALL New Visitors 7 5 2 5 6 -1
Commercial: Donate Checkout Steps 1-2 0 6 -6 1 2 -1
Property Page Seen 18 11 7 3 4 -1
Shop Entry 8 8 0 0 1 -1
ALL Main Site 7 4 3 5 5 0
ALL Mobile 10 7 3 8 8 0
ALL Visits 8 5 3 6 6 0
Members Area Entry 16 0 16 0 0 0
ALL Android 7 5 2 8 7 1
ALL Holidays 20 11 9 1 0 1
ALL Natural Search 20 12 8 5 4 1
ALL SEO 15 14 1 5 4 1
ALL Tablet 9 2 7 4 3 1
ALL Repeat Visitors 11 5 6 7 5 2
ALL Shop 8 3 5 2 0 2
ALL Affiliates 6 2 4 16 12 4
ALL Paid Social 0 0 0 4 0 4
ALL PPC 4 3 1 9 5 4
ALL Social 3 0 3 6 2 4
Commercial: Renew Checkout Steps 1-3 5 2 3 8 4 4
ALL Email 6 2 4 8 0 8

Commercial Analysis

Membership

Insights:

Summary

Insight for Journey: Commercial: Membership Checkout Steps 1-4

  • [Min] The lowest amount of Visits was 1028 observed on 10 Mar.

  • [Average] This was -52.8% less than the average of 2179.

  • [Max] During this period, the amount of Visits peaked at 5213 on 15 Apr.

  • [Spike] The most recent peak in Visits increased notably on 02 May, where a significant peak of 4038 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was POSITIVE over the last 7 days the trend has been NEGATIVE. This is a 4.4% difference from the previous week.

Funnels

Week on Week performance

Membership funnel completions through the journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Membership funnel completions through the checkout journey, this variation includes the Join Us page prior to the start of the Membership funnel journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.

Hover over for fallout details at each stage.

Sales & Revenue

Metric: Membership Revenue (ev5) (event5)

Revenue:
Sales:

Metric: Membership Step 4.0 - Confirmation (Serialized) (ev26) (event26)

Metrics

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirm £ Revenue
22 - 28 May Commercial: Membership Checkout Steps 1-4 6986 5775 5341 4886 605336
29 - 04 June Commercial: Membership Checkout Steps 1-4 8792 7493 6943 6437 772620

Flows

Membership conversions by Channel. Start: 2022-05-29 to 2022-06-05.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 113.

Renewals

Insights:

Summary

Insight for Journey: Commercial: Renew Checkout Steps 1-3

  • [Min] The lowest amount of Visits was 62 observed on 18 Mar.

  • [Average] This was -60.8% less than the average of 158.

  • [Max] During this period, the amount of Visits peaked at 438 on 23 Apr.

  • [Spike] The most recent peak in Visits increased notably on 20 May, where a significant peak of 378 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -0.1% difference from the previous week.

Funnels

Week on Week performance

Renewal funnel completions through the journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Renewal funnel completions through the checkout journey, this variation includes the Join or Renew page traffic prior to the start of the funnel journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.

Hover over for fallout details at each stage.

Sales & Revenue

Revenue:

Metric: Renew Revenue - Serialized (ev79) (event79)

Sales:

Metric: Renew Step 3.0 - Confirmation - Serialized (ev76) (event76)

Metrics

Date Range Journey Name Step 1 Step 2 Step 3 - Confirm £ Revenue
22 - 28 May Commercial: Renew Checkout Steps 1-3 1334 1121 875 87224
29 - 04 June Commercial: Renew Checkout Steps 1-3 1008 874 677 68926

Flows

Renewals conversions by Channel. Start: 2022-05-29 to 2022-06-05.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 103.

Holidays

Insights:

Summary

Insight for Journey: Commercial: Holidays Checkout Steps 1-4

  • [Min] The lowest amount of Visits was 118 observed on 24 Dec.

  • [Average] This was -49.1% less than the average of 232.

  • [Max] During this period, the amount of Visits peaked at 485 on 30 Dec.

  • [Spike] The most recent peak in Visits increased notably on 16 Jan, where a significant peak of 436 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a 0.2% difference from the previous week.

Funnels

Week on Week performance

Holidays funnel completions through the journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Holidays funnel completions through the checkout journey, this variation includes the any page in the Holidays section prior to the start of the funnel journey. Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.

Hover over for fallout details at each stage.

Sales & Revenue

Metric: Holidays Booking Total Revenue (Serialised) (ev125) (event125)

Revenue:
Sales:

Metric: Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) (event134)

Metrics

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirm £ Revenue
22 - 28 May Commercial: Holidays Checkout Steps 1-4 282 249 238 224 218673
29 - 04 June Commercial: Holidays Checkout Steps 1-4 305 275 268 246 288038

Flows

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 78.

Shop

Insights:

[Min] The lowest amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was 15, which occurred on Feb. 3rd and was 84% less than the average of 92.

Summary

Insight for Journey: Commercial: Shop Checkout Steps 1-4

  • [Min] The lowest amount of Visits was 101 observed on 10 Jan.

  • [Average] This was -61.9% less than the average of 265.

  • [Max] During this period, the amount of Visits peaked at 1046 on 30 Dec.

  • [Spike] The most recent peak in Visits increased notably on 22 Jan, where a significant peak of 749 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -3.3% difference from the previous week.

Funnels

Week on Week performance

Shop funnel completions through the checkout journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Shop funnel completions through the checkout journey, this variation includes the any page in the Shop section prior to the start of the funnel journey. Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.

Hover over for fallout details at each stage.

Sales & Revenue

Metric: Shop - Revenue

Revenue:
Shop Orders:

Metric: Shop - Order Step 4 - Order Confirmation (Serialized) (ev182)

Metrics

Here is the individual trends for shop sales. Add Revenue events too.

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirm £ Revenue
22 - 28 May Commercial: Shop Checkout Steps 1-4 836 623 621 557 23824
29 - 04 June Commercial: Shop Checkout Steps 1-4 715 562 561 520 20026

Flows

Shop conversions by Channel. Start: 2022-05-29 to 2022-06-05.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 10.

Anomaly Plots By Journey

Baseline Dates: 2021-12-11 to 2022-03-10. Launch Dated (Red Line): 2022-03-11 to 2022-06-08.

## [1] "This process took 1.71711593468984 minutes to run. "

Last Run Date: ‘09 June, 2022’